The question everyone who wants to sell online asks: should I build my own store or sell on a marketplace? The short answer: they are not mutually exclusive. Here are the differences.
Quick comparison
| CMS (own store) | Marketplace | |
|---|---|---|
| Traffic | You generate it | Already exists on the platform |
| Brand | Full control | Limited by the platform's rules |
| Customers | Yours (data, emails) | Belong to the platform |
| Costs | Plan or hosting + advertising | Commissions per sale |
| Getting started | Slower | Very fast |
| Competition | Only your catalog | Similar sellers next to you |
When a marketplace makes sense
- You want to start selling quickly and validate products.
- Your product sells on price and availability.
- You do not want to invest in your own traffic yet.
When your own store makes sense
- You want to build a brand and your own customer base.
- You are looking for better margins in the medium term.
- You need freedom of design, promotions and communication.
The most common strategy: both
Many sellers use the marketplace to capture demand and their own store to build loyalty. It is a path you can follow in stages, and that is where a consultancy can help you sort out priorities.
You have seen what a CMS is and what a marketplace is. In the next articles we go platform by platform.